Halal brand and purchase intention of halal processed food in Malaysia: The influence of brand theory and religious commitment / Mahdi Borzooei
Halal is extended beyond religious values into the realm of business and trade and is fast becoming a global brand for both Muslim and non-Muslim consumers. Current international markets need a brand that appeals to global religious consumers and buyers with common values and practices. In response,...
| Main Author: | |
|---|---|
| Format: | Book Section |
| Language: | English |
| Published: |
Institute of Graduate Studies, UiTM
2016
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/19700/1/ABS_MAHDI%20BORZOOEI%20TDRA%20VOL%209%20IGS%2016.pdf |